Promotion

“Promotion strategy in the introductory stage focuses on developing product awareness and informing consumers about the product category’s potential benefits. At this stage, the communication challenge is to stimulate primary demand for the product in general rather that for a specific brand. Intensive selling is often required to gain acceptance for the product among wholesalers and retailers. Specialty product demand educational advertising and personal selling to the final consumer.” (MKTG, Lamb Hair McDaniel. Pg. 155) Product awareness is a main objective that will be attained through intense online viral marketing; We will market Lemuria online with a website featuring a shopping cart where buyers can easily make a purchase and check out. We will list your product online in auctions, like eBay and put a link to our website so wholesale buyers can contact us. Video advertisements, websites, blogging, site linking, and social networking will be the avenues used to develop a marketing plan to suit our financial resources. Establishing a niche in the perfume market takes consistent effort over a period of time, and our first concern would be making the most of our limited marketing dollars. Through the Internet, we will utilize various avenues for direct-response marketing, which may start out small, and then expand our base as the product sells. "The Internet has become a solid advertising medium. Online advertising continues to grow at double-digit rates- well ahead of other advertising media. Researchers predict that by 2012, online ad spending will hit $61.3 billion and account for 18% of all marketing expenditures. Internet advertising provides an interactive, versatile platform that offers rich data on consumer usage, enabling advertisers to improve their ad target ability and achieve measurable results. MKTG, Lamb Hair McDaniel. Pg.235)